Campaign details
Brand: KFCBrand owner: Yum!Lead agency: TBWA\RAADContributing agency: Hearts & ScienceMarket: Saudi ArabiaIndustries: Restaurants & takeawaysMedia channels: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Saudis pledge their loyalty to homegrown brands. KFC was too American for them and was nowhere when it came to competing with local chicken fast-food brands like Al Baik. But, in December 2019, KFC officially became the only major fast-food brand serving fresh, local chicken...